Content may be king, but unless it becomes more engaging, its reign will end. That’s the trend the team at Demand Metric found in their new study “Content and the Buyer’s Journey.” The study was sponsored by ion interactive, and it culled responses from 185 marketing/sales and product management specialists from B2B brands, B2C brands and agencies. The team’s findings suggest that content marketing is about to move in a drastic new direction, and that content marketers are, likely, not equipped for it.